Healthcare Marketplace Course Objectives

At the end of The Healthcare Marketplace course, participants will:

• Be fully conversant with the ABPI Code of Practice and other relevant UK and International Codes of Practice and legal requirements for the promotion of medicines
• Be conversant with the role of Regulatory bodies e.g. the MHRA
• Be conversant with the procedures for assessing the value of pharmaceuticals, disease management guidelines and prescribing systems
• Understand the legal framework in which the Pharmaceutical Industry operates regarding the promotion of medicines to health professionals and the provision of information to the public
• Be fully competent to construct and approve product briefing materials intended for the media
• Be able to develop and recognise legally compliant documentation in support of marketing activities
• Be fully competent to manage the process by which third parties produce successful publications and presentations
• Be able to draft publications and presentations targeted at appropriate audiences and consistent with the commercial messages
• Be competent to train non-medically qualified staff e.g. medical representatives
• Acquire a working knowledge of in-licensing and co-marketing and be fully competent to assess an in-licensing candidate
• Understand how to evaluate the clinical potential of an in-licensing opportunity, understand intellectual property
• Acquire knowledge of how to critically evaluate the promotional platform of a competitive product
• Understand pharmaceutical marketing research principles and pricing strategies
• Understand product profiling and positioning, methods of promotion as well as distinguish education from promotion
• Be fully competent to apply ethical judgements and the relevant guidelines on a range of issues e.g. fraud and misconduct in clinical trials, post marketing activities and the compassionate use of non licensed products
• Understand the impact of their activities on the external environment and appreciate how their actions are seen by the general public
• Appreciate the role of professional organisations and standard setting bodies